And if you've stopped paying attention (because you're not going to eat the logo, yes?) the old face was as such:

The diamond-shaped 'box' is no more; the blue now colors half the remaining domino.

Brand New's reporting signifies that it was not yet clear (at the time of their writing) that this was a local or chain-wide change, but Advertising Ageand the Los Angeles Timeshave since published stories that indicate that this is more than just a logo rework but sort of a 'warm re-boot' of the entire brand, which has added things like artisan-style pizzas and is now working on a re-think of the Domino's store experience by spiffing up the spaces into more welcoming environments, and even maybe having a limited number of sit-down spaces at a few of them.

The new logo does show a bit more polish and sophistication. The type is where the slickness really shows; it looks like the type I see in the more hip print material I see, akin to Gotham or Freight or suchlike. The separation of the domino out is kind of a deconstruction, a 'dressing down' of the logo to its essential. The inclusion of the red is simply clever. The only real awkwardness is the matching of the the straight type with the tilted domino … they don't harmonize, and the space under the domino comes off as something one wants to fix.

But it's already starting to grow on me, so I think this one is a qualified success. I'd be interested to find out what the vox pop has to say about this one.

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This Here Blogger

Graphic designer, writer, editor. Worker in the Big Machine; the quintessential working-class native Oregonian, I drive some of the grimier gears so the Big Cats and Kittens don't have to. Am in the process of reinventing myself as the artist I always ought to have been. My blog is The ZehnKatzen Times.

This sentence, courtesy of commenter "JD", will help you remember the initials in order:All Across Portland Our Streets Wind Around Mossy Yards. Traffic Snarls May Mean Jammed Cars, Cranky Motorists Making Minimal Headway. Harried Commuters Just Love Going Slow.

Commenter Dave DiNucci, using enough of the letters from each word to eliminate ambiguity, gives us the following two possiblilities: This first one plays on the fact that alphabetically-arranged streets going north from Burnside are named for Portland founders while those going south do not:ANcestors ASsociated Portland Oregon STreets With ALphabetic MORtals, Yet Toward SAlem, MAInly MADe JEjune, COLUmnar, CLiche MARked MIxtures. MONotones HARmonize HALfway, COLLiding JAuntily. Lines Gently SHim.

This second one is more poetic but less PDX-centered, but works the Gorge in, as well as Lincoln, Grant, and Sheridan: